Branding And Packing

By : First Team

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Our Speakers

M. Hardiansyah111080005

Fachrur Rozi111081011

Artiastuti111080164

Julian Fathani 111090206

Randy Noary111090227

Dharma W S111090232

Saddam N111090240

Brandin

g?Packing?

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The role of brand

For consumers

For companies

Associated with loyalty

Brand equity

• Value added products and services provided on

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Brand Equity as a Bridge

~ The quality of investment in brand building

~ Brand Promise

A key part of brand equity in order to become a brand leader and an icon:

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Model of Brand EquityBrand Asset 

AppraiserBrandz Aker Model Brand Resonance 

Model

5 major components of this model:~ Differentiation~ Energy~ Relevance~ Self-Esteem~ Knowledge

The core of this model is Brand Dynamics

The core of this model is the development of brand identity

The main components of this model:~ Virtue brand~ Brand performance~ Branding~ Assessment of brand~ Feeling brand~ Resonance brand

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Build Brand Equity

~ The initial choice for the established brand identity brand~ Products and Services as well as all marketing activities and marketing programs supporting~ Other associations are not given directly to the brand by linking the brand with other entities

3 set of main driver of brand equity:

Choosing Brand Elements

- Can be Remembered- means- Can be preferred- Can be Transferred- Can be Adjusted- Can be Protected

Criteria for choice of brand elements:

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Brand Positioning form

Competitive frame of reference

POD (Point Of Difference) and POP (Point Of Parity)

Membership Category:-Benefits--Comparison-

Selecting and Creating POD and POP

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Measuring brand equity

Brand strength lies in the minds of consumers and how to change the brand of consumer response to marketing, there are two basic approaches to measuring brand equity:- Approach is not directly- Approach directly

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Brand ValuationThe work of estimating the total financial value of

brands.Peringkat Merek Nilai merek 2006

(Miliar)

1 Coca cola $67,00

2 Microsoft $56,93

3 IBM $56,20

4 GE $48,91

5 Intel $38,32

6 Nokia $30,13

7 Toyota $27,94

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Managing brand equity

Effective brand managers who require long-term marketing actions. Due to customer response to marketing activities depending on what they know about a brand, short-termmarketing actions and to change the brand of knowledge.

InterbrandThe process follows the five steps :

market segmentation

financial analysis

determining the role of brand

brand strength

calculation of brand value

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Plan the establishment of brand strategy

3 main options:- The company can develop the new brand elements for a new product.- Companies can apply some elements of the existing brand.- Companies can use a combination of elements of new and existing brands.

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Decision determining brand

4 A common strategy used

name of the individual

Blanket family name

Separate family names for all products

Corporate name combined with individual product names

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The expansion of the brand (Brand

Extension)Advantages of brand extension- Increase the chances of success of new products- Positive feedback effect

Shortage of brand extension- Not very strong brand name with any product terdentifikasi- By connecting meereknya to primary food products such as mashed potatoes, powdered milk, soups, and beverages, Cadbury bear the risk of losing more specific meaning as a brand of chocolate and candy.- Brand dilution occurs when consumers no longer associate a brand with a specific product or products that are very similar and less from lack of brand

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Brand portfolio

• Enhance the shelf presence and retailer dependence on store

• Search diversity attract consumers who may be able to switch to other brands

• Increase in the company kompetisiinternal• Achieve economies of scale in advertising,

sales, trading, and physical distribution.

Marketers often need to pursue a variety of different brands in this segment. Some other reasons for introducing a variety of brands in one kategory include:

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Brand can also play a special role as part of the

portfolio.• Flanker• Dairy cows (cash

cow)• Beginner level lower class• The class prestige

Brand Positioning form

Differentiati

on Strategy

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Differentiation Strategy

differentiation of personnel

channel differentiation

image differentiation

Product and Bran

d Relationships

Core of a great brand is a great product

Product

Life Cycl

e

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Product life cycle

1. Products have a finite age.2. Sales

of products through different stages, each stage has challenges, opportunities,and different problems for the seller.

3. Profits rise and fall at different stages of product life cycle.4. Products require marketing strategies, finance, manufacturing,

purchasing and human resources is different in each stage of the life cycle.

Because the product has a life cycle:

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Product life cycle

introduction

growth

maturity

reduction

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The patterns of the product life cycle 

Bel pattern

The pattern of growth-maturity decline

Recycling cycle pattern

The pattern of the pile shells

3 specific categories of product life cycle

Style

Mod

e

Fad

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Marketing strategies in accordance with the product

life cycle1 Pioneer the

introduction stage and excellence

4 Stages of decline

3 Stage of maturity

2 Growth stage

a. modification of the marketb. modification of the product

- quality improvement - improvement features - style fixes

c. modification of the marketing program - pricing - sales promotion - distribution - personal sales - ads - services

Packaging

activities of designing and producing the container for a product

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PackagingPackaging can include up to three levels of material

1. Primary packaging is the primary packaging of a product such as cologne is packaged in a bottle

2. Secondary packaging is a collection of products that are packaged in the form ofprimary packaging and then packed in a cardboard box

3. The shipping package is a collection of products or goods that are packaged inprimary and secondary packaging are then incorporated into the corrugatedcardboard box (containing six dozen boxes)

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Packaging

1. Identify brands2. Express descriptive and persuasive inform

ation3. Facilitate the

transport and protection products4. Helping storage at home5. Help consumer products

From the perspective of consumer packaging company and have achieved a number of objectives

Labeling

Labels can be a simple ring attached to a product or image / design on the packaging or product specific

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Labeling

Some functions are carried out label:

• The label identifies the product or brand. example: Buavita name on the packaging fruit juice.

• Can rank the product label. example: best brand logo displayed on the packaging.

• The label that describes the product who makes them, when made , which is made, how to use.

• Label promoting the product through attractive graphics.

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